How Do You Roll?

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The sushi revolution has begun in Conway, Arkansas, with the opening of the newest How Do You Roll? restaurant. The fast-casual custom sushi shop opened its doors April 28 and aims to bring the area healthy, fresh food at a reasonable price.

“We’re all about accessibility,” says Yuen Yung, CEO. “We want sushi to be accessible to families, to those on a budget, and to those who aren’t the most familiar with sushi in the first place.”

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Business is strong, with sales and unit counts growing quickly. Optimism abounds for a healthy future.

And then it happens. Contaminated food supplies filter into the system. Hundreds of customers get sick. Traffic and sales plunge as consumers worry over the food’s safety, and the brand’s reputation seems forever tarnished.

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How Do You Roll? has inked a deal with Raj Patel of the Mid-Atlantic Restaurant Group to develop the Washington D.C., Maryland, Delaware, and northern Virginia area. Over the next eight years, Patel will sell and support the opening of 25 units targeting Washington D.C., Bethesda, Chevy Chase and Rockville, and Northern Virginia for development first.

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How Do You Roll? is California Dreamin’ once again. This January marks the third time the custom sushi shop has run its "California Dreamin’" promotion, offering California roll and miso soup for $5.

“The promotion is meant to be a playful way to highlight our miso soup during the colder months,” says marketing director Brittany McGee. “We invite our customers to dream of sunnier days while warming up with the traditional soup.”

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In its second international expansion, How Do You Roll? partnered with Al Safar Group Holding WLL to develop 40 units throughout the Middle East. Al Safar Group will begin development in Bahrain and United Arab Emirates in early 2014, with planned growth to Kuwait, Oman, Qatar, and Saudi Arabia.

“We are excited to bring our concept to this part of the world,” says How Do You Roll? CEO, Yuen Yung. “This will help us continue our mission of making the world better, one stomach at a time.”

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Tampa Bay, Florida, will soon be rolling with How Do You Roll?, the custom sushi shop. Franchisee Chris Martin, operating as M Concepts LLC, signed an agreement and is looking for a location in the University Parkway, USF, Gulf Coast Towncenter, or Mercato areas.

“Sushi is one of my favorite foods, and I would like to grab it fresh, and quickly,” says Martin response to why he decided to become a How Do You Roll? franchisee. “It’s quality, fresh and healthy food.”

Although most restaurants will change ingredients in an entrée to meet a guest’s request, a growing number of pizza and ethnic eateries are letting diners build their own menu items from scratch.

“It’s a system that delicatessens and street-food vendors worldwide have used for years. For many consumers, the concept of having restaurant staff assemble fresh, high-quality food in front of you to your design has great appeal,” says Darren Tristano, executive vice president of Chicago-based market research firm Technomic Inc.

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Every industry has its unwritten rules for success, a series of dos and don’ts that conventional wisdom suggests are the path to profits.

The quick-serve industry is no exception. For decades, companies have operated under a series of assumptions that guide their business decisions and compose their operations manuals. And many of these brands would suggest they’ve been all the wiser—and richer—by playing by the rules.